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Reporter: footwear enterprises in Jinjiang first one is to shoe shops started, and now 361 ° and from store to specialty store, is progressive or regressive?
Zhangfa Song: from store to specialty store, can be said that market segmentation, cost reduction, improved the layout a big step forward, is the shoe to enhance their management capabilities of a signal.
Brand in the completion of the preliminary communication, build brand awareness, the dependent end of large, high, wide spread to achieve the functions of the brand image disappeared, companies have no need to spend such a high price to build store . The specialty store to shop for low cost, target accuracy, location, etc. complementary role. First, specialty area of only 20 to 40 square meters, more than 80 square meters of the store easily, whether the transfer fees, renovation costs or the daily expenses such as rent, staff salaries, utilities and so greatly reduce taxes, cost control, be regarded as a great undertaking.
Second, specialty stores are more distinct than the personality, Sports shoes Or sports apparel, operating division of well-organized, consumers at a glance, can choose their own specific network needs to spend. Therefore, the specialty store's turnover rate is higher than the store, for operators, customers can fully complete the core requirements to meet, and will not cause loss of customers.
Finally, the transition from store to specialty store for the brand positioning within a certain range of vital significance to complement each other. If a street or a range of memory devices in a number of brands, if the management structure is completely homogeneous store, you will inevitably result in the termination network performance to snatch a result of internal attacks, for brand damage and morale blow great. If the operational structure of the split and complementary, a plate of various network operating within the structure can be well separated, we can effectively avoid the internal loss, can effectively improve morale and ensure the brand's market performance.
Reporter: From the store to specialty store in the bud, deep-seated reasons for that?
Zhangfa Song: the transition from store to specialty store, the final analysis, industry or brand must be developed to a certain stage of the product. In summary, mainly based on market segmentation, brand market to maximize channel complementary, cost control, four aspects.
Is well known that the advantages of each company is different. Nike good Basketball Shoes Adidas are in the Football shoes Area is more unique. With the deepening and upgrading of consumption, consumers will increasingly be used to product consumption, ie to a professional place to buy a professional product. From the all-encompassing brand stores to sell only one type of specialty store products, product attributes significantly more professional. In addition, there is a situation in which the core consumer consumption and time consumption associated with consumer segment.
Secondly, this is the brand market, an important step to maximize. Store to specialty store brand products from, from the long-term perspective, a single brand with multiple types of doors because the shop the market to attract consumer groups to the rise, and therefore will get more sales opportunities for enhancing brand in the region (the same business district or the same neighborhood) market share is of decisive significance.
Again, complementary aspects of the channel. The original sports brand to occupy in order to maximize resources, the terminal shops, desperate to open a business district in the same location, product, image, exactly the same consumption object store. Soon after, they completely homogeneous brand stores beginning to carve up the same consumer groups have been fighting the civil war, as concerns the immediate interests of front line sales staff, coordinated the final outcome of the brand is extremely unsatisfactory. Over time, the same brand in the same area between different shops and even the largest competitors, the loss caused by shocking. Adjustment for specialty store brand in the same area because of the different products in different shops, different image, in the face of the same customers can be coordinated and complementary, each one will be on sharing the same network to the other specialty store for active promotion and promote, rather than slander and smear.
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